I’ve talked a lot about search engine marketing (both paid and organic) on this blog (check out all of my posts on this topic here , here and here) and yet, as I continue to attend conferences, I don’t hear anything about the giant opportunity search could be for every pharma and healthcare company. This giant opportunity exists because very few of the industry’s websites are actually optimized for search. What this means is that they aren’t owing, or even showing up, for critical keywords. Here’s how Lipitor, the top-selling drug in the world, does for search. If you want all the details on this table, click here. The numbers represent what position Lipitor.com shows up in search results for various keywords. A dash indicates that Lipitor.com is not in the top 500 results for the keyword (note: this was conducted in May).
This is a teaser of 8 Tips to Help You Own YouTube’s Search Results
. Click here to read the full post: (2841 words, 3 images, ~11:22 minutes reading time)
As you look through nearly any brand website, you’ll see all sort of content related to the brand. Of course, there’s information about the product including all of the brand messages and, of course, in the case of healthcare, a bunch of fair balance. Most every site in every industry goes beyond this and offers some information about their category whether it be information about LCD versus plasma TVs or, in healthcare, information about the diseases their products treat. That’s all standard.
This is a teaser of If You Charged for Your Content, Would Anyone Pay?
. Click here to read the full post: (1167 words, 1 image, ~4:40 minutes reading time)
Regular readers of this blog know that while I talk a lot about social media here, I’m not necessarily sure it’s the cure for pharma marketing. At least, it’s not the cure in the way many marketers think about it. For many, social media represents yet another channel to promote their products. Nearly every pharma and healthcare company sponsored social media effort thus far feels as though it is brand focused instead of patient focused. That is, the primary focus is not to facilitate interaction between consumers and the brand or between consumers, it’s designed to advertise. Yes, there are exceptions, but generally, this is what it is. I won’t go into the reasons for it here, as I’d like to focus on something different: what social media could really mean to our health.
This is a teaser of Can Social Media Improve Your Health and Save Your Life?
. Click here to read the full post: (1369 words, 1 image, ~5:29 minutes reading time)
<Play along and use your best infomercial voice to read this first paragraph.>
Do you find yourself frustrated that you can’t take action when you see something bad said about your product on Facebook? Do you find yourself secretly logging in at home to see what bloggers are saying about you? Do you fret that bad things are being said about your brand on WebMD, but you can’t go and check? Do you have a passing interest in Twitter, but don’t want to spend hours figuring out how it works? Well, then social media monitoring is NOT for you!
This is a teaser of Pharma Should Forget About Social Media Monitoring
. Click here to read the full post: (2055 words, 4 images, ~8:13 minutes reading time)
Once again it’s time for some updates to the Pharma and Healthcare Social Media Wiki. For those not familiar with it, the wiki was created in an effort to catalog every social media project that has been created by the pharma (or healthcare in general) industry.
Think pharma and healthcare isn’t using social media? Guess again. We’re up to more than 400 listings now. Thanks to your contributions, it continues to grow. Without your contributions, the wiki wouldn’t be what it is today and it would quickly become outdated. You can submit your recommendations for inclusion (including your own site) and corrections/updates using this form. Please check to see if something is already included before submitting.
This is a teaser of Latest Updates to the Pharma and Healthcare Social Media Wiki
. Click here to read the full post: (479 words, ~1:55 minutes reading time)
Part two of two…read part one first or this isn’t going to make much sense.
As a quick recap, a couple weeks ago, I gave you all a survey to find out what you would do if there were no rules in pharma digital marketing (read original post and see the survey here). Not just social media, anything digital. Here were the choices: Community on brand website, addition of user generated content, ratings and reviews, unbranded community, “enhanced” product claims, branded Twitter page, expanded search optimization, expanded disease state information, branded Facebook page, or brand blog. I also gave you a blank field if you wanted to put in your own idea.
This is a teaser of Crushing Pharma’s Digital Marketing Dreams–Part 2
. Click here to read the full post: (2554 words, 4 images, ~10:13 minutes reading time)
